Curriculum vitae
Musab Edriss
Head of Data Science, AI & Analytics
Summary
I lead Data Science, AI & Analytics for the consumer sector at stc Bahrain — building the team, models, and AI systems behind customer value management, and acting as the sector's applied-AI champion. It caps a 15+ year career in telecom data across the Middle East and Africa, from BI analyst at MTN Sudan to leading analytics at stc.
- 15+ years in telecom data and analytics across the Middle East and Africa (stc Bahrain, MTN).
- Grew CVM analytics from a single analyst role into a multidisciplinary data science, AI & analytics team.
- Key role in the CVM team exceeding its revenue target by 150%, and contributed to 200% YoY growth in incremental campaign revenue.
- Built an in-house AI enablement layer running 20+ models in parallel with 100% uptime and no licensing cost.
- Delivered AI and analytics use cases across commercial, customer care, insurtech and fintech — including on-premise LLM conversation analytics and propensity-scored insurance lead generation.
- Lifted the prepaid inactivity model's precision in the top 5% from 19.6% to 21.3% with a new social-network feature layer.
Experience
stc Bahrain
Bahrain · May 2018 – Present
CVM & Analytics Expert · leading Data Science, AI & Analytics
Jan 2024 – Present
- Lead the consumer sector's data science, AI and analytics team — AI and ML solutions, real-time analytics on the data lake, and strategic analyses of retention, revenue gaps, and sales quality.
- Built an in-house AI enablement layer — models, decisioning, orchestration and local infrastructure — running 20+ models in parallel with 100% uptime and no licensing cost.
- Delivered AI use cases across commercial, customer care, insurtech and fintech: on-premise LLM sentiment and intent analytics, a Bill Explainer assistant, competitor monitoring, sales audit automation and insurance lead scoring.
- Overhauled the digital analytics function: stabilised its toolset and workflows and tied insight generation to business goals.
Lead CVM & Analytics
Dec 2021 – Dec 2023
- Key role in the CVM team exceeding its revenue target by 150%.
- Led performance analytics and scaled the Power BI portfolio across market share, revenue, and campaign and CVM activity tracking.
- Designed the marketing data mart and SAS Info Map for the SAS Customer Intelligence rollout, as business-side partner to internal and external implementation teams.
- Ran pre/post campaign analysis and shaped campaign design, defining opportunities and target segments.
Senior Executive, CVM & Analytics
Jan 2019 – Nov 2021
- Contributed to 200% YoY growth in incremental revenue from multi-channel campaigns, using RFM, funnel analysis, and subscriber profiling to sharpen targeting.
- Built a CVM analysis platform in Power BI, a unified quality-of-sales platform across all sales channels, and customer-interaction performance tracking.
Performance Management & Reporting
May 2018 – Dec 2018
MTN
Sudan · Eswatini · Sep 2011 – May 2018
Marketing Information & Reporting Manager (Marketing BI)
MTN Sudan · Jan 2015 – May 2018
- Owned marketing insight and commercial performance reporting for senior management and MTN Group, with RFM, affinity, and elasticity analysis feeding pricing, churn, and acquisition decisions.
- Defined and maintained the marketing data-mart structure, managed pilot tracking and post-analysis, and supported forecasting and budgeting.
Marketing BI & Analytics Expert (rotation)
MTN Swaziland · Jul 2016 – May 2017
- Project manager for a new marketing BI platform and data mart supporting customer analysis, KPI tracking, and business cases.
Business Intelligence Specialist
MTN Sudan · Apr 2014 – Dec 2014
- Data governance and data-quality programme, data warehouse and ETL design, and a customer lifetime value model used to design offers and rewards.
Business Intelligence Analyst
MTN Sudan · Sep 2011 – Mar 2014
- Mapped marketing, sales, strategy, and finance requirements into reporting and KPIs, with dimensional modelling for the enterprise data warehouse.
Earlier experience
- Lab Teaching Assistant, Ahfad University for Women · Jul 2008 – Feb 2011
- Sales Representative, Sudanest Advertising · Jun 2008 – Jun 2009
- Web & Mail Administrator, Ahfad University for Women · Jul 2008 – Nov 2008
Selected work
- Building a data science, AI & analytics function from one role to a team →
Grew analytics from a single analyst role into a multidisciplinary data science, AI and analytics team, and widened its remit from consumer to consumer plus business CVM.
- Re-imagining analytics as an AI enablement layer →
Repositioned CVM analytics from reporting into an in-house AI enablement layer — models, decisioning, orchestration and local infrastructure — that serves the telco and its adjacent businesses with no licensing cost.
- Conversational and agent intelligence: AI on customer conversations →
On-premise AI that reads customer chats for sentiment and buying intent, explains bills in plain language, and automates callbacks and ticket handling — keeping customer data in-house.
Education
MSc Business Analytics
Edinburgh Business School, Heriot-Watt University · Oct 2022 – Dec 2025
Completed while working full-time
Postgraduate programme, Business Analytics — Decision Making Using Data
Cambridge Judge Business School, University of Cambridge · Nov 2022 – Feb 2023
B.Sc. (Honours), Computer and Mathematical Sciences
University of Khartoum, Faculty of Mathematical Sciences · 2002 – 2010
Certifications
Data Science and Data Engineering Bootcamp
Data Science Dojo · 2024
Generative AI
DeepLearning.AI
Google Data Analytics Certificate
Google / Coursera · 2021
Microsoft Certified: Data Analyst Associate
Microsoft · 2021 (expired 2023)
SAS Real-Time Decision Manager: Creating and Managing Campaigns
SAS · 2020
R Programming A-Z: R for Data Science
Udemy
Data-Driven Marketing: Improve Your Campaign Performance
Udemy · 2017
Foundation Certificate in Business Analysis
BCS, The Chartered Institute for IT · 2014
PRINCE2 Foundation Certificate
2013
Oracle Certified Associate (OCA)
Oracle · 2010
Skills
Leadership
- Building data science, AI & analytics teams
- Roadmap & scope definition
- Executive & board-level communication
- Vendor & partner management
ML & AI
- Propensity & churn modelling
- Anomaly detection (Isolation Forest)
- Customer lifetime value models
- On-premise LLMs & NLP
- Agentic AI systems
- LLM tooling (Claude Code, MCP)
- Python
Growth & CVM Analytics
- NBO / NBA
- Segmentation & RFM
- Churn & retention analytics
- Campaign measurement & uplift
- Funnel analysis
Data & Engineering
- SQL (Impala / Hive)
- Cloudera
- Airflow
- Feature stores & SNA
- Data warehousing & ETL
- Query optimisation
BI & Reporting
- Power BI (DAX, M)
- Executive dashboards
- Streamlit
Marketing Tech
- SAS Customer Intelligence
- SAS RTDM
- Real-time decisioning
Volunteering
- Member, CAPS Team — Career Advising and Placement Service · Apr 2011 – Present